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Survey: Black Friday vs. Cyber Monday 2018

Kristin McGrath

Updated November 29, 2018

Our survey reveals which day draws more shoppers, what those shoppers are buying and how much they’re spending.

Black Friday and Cyber Monday are two of the most anticipated shopping days of the year. And, while they’re getting absorbed more and more into the overall Thanksgiving weekend deals marathon, each day has its own unique advantages for shoppers.

To get a pulse on which day draws more shoppers, what those shoppers are buying and how much they’re spending, we surveyed 1,500 U.S. adults via Google Surveys in Sept. 2018.

Among our findings:

Consumers will spend an average of $57 more on Black Friday than on Cyber Monday this year.

Black Friday continues to move online, with 68% of those shopping on that day saying they’ll do most of their shopping online.

Clothing and tech are the most popular categories for deal-hunters on both Black Friday and Cyber Monday.

Nearly a third of holiday shoppers (31%) say they’ll do most of their shopping on Black Friday, while 22% say they’ll do most of their shopping on Cyber Monday.

Amazon is the top retailer for deals on Black Friday and Cyber Monday, shoppers say.

Black Friday and Cyber Monday Spending

Fewer than half of shoppers will sit each of these days out (45% say they won’t spend anything on Black Friday, and 38% say they won’t spend anything on Cyber Monday).

Among those shopping, most will stay under the $400 mark this year.

Average spending for Black Friday will be a bit higher than for Cyber Monday this year, with shoppers spending an average of $472 on Black Friday and an average of $415 on Cyber Monday.

For both days, men are the most likely to spend big. They’re 10% more likely than women to spend $1,200+ on Black Friday (14% vs. 4%) and 6% more likely to spend $1,200+ on Cyber Monday (11% vs. 5%).

Black Friday projected to be the biggest holiday shopping day

Of those who plan to shop for the holidays at some point between Thanksgiving and Christmas Eve, the largest contingent plans to shop on Black Friday, with Cyber Monday in second place.

On which day do you plan to do most of your shopping?

Black Friday (Nov 23) - 31%

Cyber Monday (Nov 26) - 22%

Thanksgiving (Nov 22) - 15%

Free Shipping Day (Dec 14) - 12%

Small Business Saturday (Nov 24) - 11%

Christmas Eve (Dec 24) - 9%

Clothing, tech are top categories for deal-hunters on both Black Friday and Cyber Monday

Black Friday and Cyber Monday shoppers’ interests are mostly aligned. Of those looking for deals on Black Friday and Cyber Monday, most will be seeking deals on clothing and electronics such as tablets, laptops, PCs and TVs:

Toys, however, are more of a Black Friday buy. And those shopping for travel are more likely to look for deals on Cyber Monday.

Getting in line early on Black Friday is becoming passe

Consumers might think that stores will be at their busiest when they first open on Thanksgiving night or early in the morning on Black Friday. However, our survey shows this is no longer the case and that more consumers are avoiding the early-morning lineup tradition. In fact, you may see the biggest in-store crowds in the middle of the day. The biggest contingent of Black Friday shoppers, however, will shop online:

Amazon is the top destination for deals on both Black Friday and Cyber Monday

Amazon will attract the most deal-seekers on both Black Friday and Cyber Monday, according to our survey. When asked which retailer they expected to have the best deals, respondents pointed to Amazon:

Which stores do you think will have the best deals during Black Friday?

Amazon - 29%

Walmart - 25%

Target - 15%

Best Buy - 14%

Kohl’s - 11%

JCPenney - 6%

Which stores do you think will have the best deals during Cyber Monday?

Amazon - 32%

Walmart - 24%

Target - 15%

Best Buy - 13%

Kohl’s - 10%

JCPenney - 6%

Walmart is the closest on Amazon’s heels for both shopping days, while the rest of the major retailers are competing over fewer than half of shoppers. This is despite the fact that Target has a history of offering a competitive 15% off site wide on Cyber Monday.

Even when shoppers stray over to other sites, most of them still use Amazon to price-compare:

Do you usually check Amazon.com before looking and/or buying elsewhere?

Yes, always - 24%

Yes, sometimes - 35%

No - 41%

Most shoppers won’t shop while at work on Cyber Monday

… In any case, most shoppers say they won’t shop at work on Cyber Monday.

About the Author

Kristin is a savings and deals expert at BlackFriday.com. Her background in personal-finance journalism — along with her own enthusiasm for shopping and travel — drive her passion for helping consumers become savvy and informed bargain-hunters.

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